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06/08/2011

Western European Consumers Moving on From Laptops to iPads?

London, 8 June 2011 – According to IDC´s ConsumerScape 360° latest survey, Western Europeans spend an average of three hours a day online, with search and email being the main activities they devote to during this time, regardless of the type of device used (smartphone or computer).

IDC´s latest survey in consumer trends shows an increasing interest among Western Europeans in iPads and media tablets as next purchase, and a drastic decrease in interest in laptops compared with current ownership trends. Currently, the most common form of PC ownership across Western Europe is laptops/notebooks, with over 58% of respondents owning one in Sweden, while countries such as Italy and France show this percentage to be as low as 45%. Wireless broadband availability is making portable devices more attractive for the consumer market.

The survey, conducted in January 2011 across six Western European countries, including France, Germany, Italy, Spain, Sweden, and UK with over 11,000 respondents, was part of IDC´s global Consumer Scape 360° Program. Questions covered topics related to consumer electronics and device ownership, brand attributes, and usage habits.

For more information on consumer trends, please go to ConsumerScape 360 — Western European Consumer Devices and Internet Usage Trendshttp://www.idc.com/getdoc.jsp?containerId=JP53T